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Positioning the Brand

SPAR
kr 68

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand.

Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support.

This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.

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Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand.

Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support.

This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.

Produktdetaljer
Sprog: Engelsk
Sider: 192
ISBN-13: 9780415665193
Indbinding: Paperback
Udgave:
ISBN-10: 0415665191
Udg. Dato: 23 nov 2011
Længde: 11mm
Bredde: 208mm
Højde: 153mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 23 nov 2011
Forfatter(e) Rik Riezebos, Jaap van der Grinten, Rik (European Institute for Brand Management Riezebos, Jaap (InHolland University van der Grinten


Kategori Forretningsstrategier


Sprog Engelsk


Indbinding Paperback


Sider 192


Udgave


Længde 11mm


Bredde 208mm


Højde 153mm


Udg. Dato 23 nov 2011


Oplagsdato 23 nov 2011

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